Macro-environmental Audit
It's about where you are, not what you are
The Macro-environmental component examines six main areas, the detail depending
on the involvement of the business and involvement required by the industry.
The audit covers the following broad areas.
Demographics
- What major demographic developments and trends pose opportunities
or threats to the company?
- What actions has the company taken in response to these developments
and trends?
Economic
- What major developments in income, prices, savings and credit will
affect the company?
- What actions has the company taken in response to these developments
and trends?
Environmental
- What is the outlook for the costs and availability of natural resources
and energy needed by the company?
- What concerns have been expressed about the company's role in pollution
and conservation, and what steps has the company taken/planned?
Technology
- What major changes are occurring in product and process technology?
- What is the company's position in these technologies?
- What major generic substitutes might replace the company product/s?
Political
- What changes in laws and regulations might affect marketing strategy
and tactics?
- What is happening in the areas of pollution control, equal employment
opportunity, product safety, advertising, price control, etc, that affects
the marketing strategy?
Cultural
- What is the public's attitude towards business and toward the company's
products?
- What changes in customer lifestyles and values might affect the
company?
